Ever feel like you’re running out of content ideas? Or maybe you’ve created a piece of content that you're really proud of, but it's just not getting the traction you hoped for. If either of these scenarios sound familiar, then content repurposing might be the solution you need.

What is Content Repurposing?

Content repurposing is taking existing content and transforming it into a new format (for example, turning a blog post into an infographic). You don’t need to write every post, shoot every video, and design every infographic from scratch. You can use the same piece of content as the foundation for posts, videos, social media posts, webinars, and more. Your first step is to find content on your site that’s ripe for repurposing.

Why Repurpose Your Content?

There are several reasons why content repurposing is a good idea for giving new life to your content.

• Increased Reach: By diversifying your content formats—think social media, blog posts, infographics, podcasts, and webinars—you're catering to the unique media preferences and learning styles of your audience. Not everyone learns the same way, and what resonates with one person may not appeal to another. This approach expands your reach and ensures your message connects with a broader spectrum of individuals.
• Improved SEO: Each new piece of repurposed content is an opportunity to target new keywords and improve your search engine rankings. 
• Time and Cost Savings: Repurposing content is often more efficient than creating new content from scratch.

Think about that blog post you spent hours writing. Maybe you posted it on social media and shared it through your monthly newsletter. Is that great content destined to live in the past, only seen by the occasional user, lost in the vastness of the internet? Why not turn it into an ebook as a lead generation magnet, or set up a webinar or podcast?

Now, you might be wondering, “what is the difference between repurposing, cross-posting and reposting content.” 

• Cross-posting means posting the same content on different media; for example, a webinar that is promoted on your website, social media and newsletter. 
• Reposting means taking that same content already shared and re-sharing it on the same channel without changing the content.

Repurposing needs more work than cross-posting and reposting. Repurposing is taking the original work and  creating something new. You may add content, reshape it, or rewrite it. It will be less demanding than coming up with brand new content altogether, but it will be more taxing than a simple copy/paste.

Tips for Effective Content Repurposing

1. Choose the Right Format: Consider your audience and the goals of your content. For example, if you're trying to reach a younger audience, a short video or infographic might be a good choice.

2. Tailor Your Content: Don’t just copy and paste. Make sure your repurposed content is relevant to the new format and adds value to your audience. (If you want to know more about tailoring content to media, here’s a deep dive on the topic).

3. Use a Content Calendar: A content calendar can help you plan your repurposing efforts and ensure that your content is planned thoughtfully and published consistently.

4. Track Your Results: Use analytics to track the performance of your repurposed content. This will help you identify what's working and what's not.

Examples of Content Repurposing

• Turning a blog post into a podcast: Record yourself reading the blog post or interview an expert on the topic.
• Creating a video from a blog post: Use screen recording software to capture a presentation of your blog post, or hire a video editor to create a more polished video.
• Turning a blog post into an infographic or an ebook: Use a tool like Canva to create a visually appealing infographic that summarizes the key points of your blog post.
• Creating a social media campaign from a blog post: Break down your blog post into smaller, shareable pieces of content for social media.

Content repurposing is a powerful tool that can help you maximize your reach and ROI. By repurposing your existing content, you can create new and engaging ways to engage with your audience and help you achieve your goals.